Digital and Tech: 2024 Highlights and What Lies Ahead

As we look back on 2024, it’s clear that digital and tech is moving at breakneck speed. From major shifts in social media and marketing strategies to rapid advancements in AI and tech, this has been a year of transformation. These changes aren’t just about keeping up, they are about rethinking how we connect, create, and thrive in a world where technology moves faster than ever.

Let’s reflect on the biggest trends of the year and consider what they mean for the future.

The Social Media Evolution of 2024

Social media continued to shape how we connect and market this year, but the landscape became more fragmented—and more creative.

• Short-Form Video Cemented Its Reign Platforms like TikTok, Instagram Reels, YouTube Shorts and even Linkedin Video solidified their dominance, with brands leaning heavily into bite-sized, entertaining content to capture attention. In 2024, success wasn’t just about “being on video”, it was about storytelling, authenticity, and agility.
• Social Commerce Took Centre Stage Shopping features became integral to platforms, with TikTok rolling out in-app product links and Instagram refining its Shop tab. The rise of social commerce is making social media not just a place for discovery but a full-funnel marketing powerhouse.
• The Creator Economy Evolved Platforms doubled down on tools for creators, from subscription models to revenue-sharing features. This reinforced the importance of partnering with authentic voices to build trust with audiences.

Looking ahead, 2025 could see deeper integrations between content and commerce, as well as the continued rise of niche platforms offering tailored experiences for both creators and consumers.

AI in 2024: From Novelty to Necessity

This year will be remembered as the year AI became truly mainstream. Businesses embraced it not just for efficiency but for creativity, collaboration, and strategic decision-making.

• Generative AI Redefined Creativity Tools like ChatGPT, MidJourney, and Runway transformed the creative process, enabling marketers, designers, and writers to produce high-quality work faster. Entire campaigns are now being ideated and executed with AI assistance.
• AI in Marketing Automation From audience segmentation to predictive analytics, AI allowed marketers to refine campaigns and target audiences with unparalleled precision. Tools that learn user behaviour, predict outcomes, and automate repetitive tasks saved businesses both time and money.
• Ethical Questions Came to the Fore With AI’s growing influence came louder conversations about ethics, copyright, and transparency. Companies increasingly had to balance innovation with responsibility, as both consumers and regulators called for more accountability.

Looking ahead to 2025, we could see AI assistants becoming even more intuitive and embedded into workflows. Expect to hear more about AI-driven personalisation, offering tailored user experiences that feel more human than ever.

Digital Marketing in 2024: A New Era of Engagement

Digital marketing this year was defined by deeper connections and a shift away from traditional tactics. Consumers demanded authenticity, value, and relevance, and brands had to deliver.

• Personalisation at Scale Marketers harnessed AI to create deeply personalised campaigns, whether it was customised email flows or targeted ads tailored to individual behaviours. The ability to “know your customer” took on new meaning.
• Purpose-Driven Marketing Brands that communicated clear values stood out in 2024. Whether it was sustainability, diversity, or innovation, purpose-led storytelling became essential for resonating with modern audiences.
• The Shift to Owned Channels With increasing ad costs and algorithm uncertainty, many brands refocused on owned channels like email marketing, SMS, and exclusive communities. Retention strategies became as important as acquisition.

In 2025, expect more focus on zero-party data (where customers willingly share information with brands) and a push for creative-first campaigns as consumer expectations continue to rise.

Tech in 2024: New Frontiers

Technology innovation surged this year, with breakthroughs across hardware and software.

• AI-Powered Hardware Emerged Devices like Apple’s Vision Pro hinted at a future where augmented reality becomes part of everyday life. Similarly, AI PCs began to hit the market, although not without some productivity concerns.
• Data Privacy Became a Priority Governments and organisations made significant strides in improving data security and transparency. As privacy regulations tightened, consumers gained more control over their personal information.
• Automation Everywhere From small businesses to global enterprises, automation tools reshaped how we work. From reducing manual tasks to improving operational efficiency, automation freed up time for higher-value activities.

For 2025, expect to see AR/VR applications moving beyond novelty to practical use cases, such as virtual shopping and training. We’ll also likely see a surge in edge computing, enabling faster, more secure data processing close to the user.

What Does 2025 Hold?

If 2024 has taught us anything, it’s that change is the only constant. The coming year is poised to bring deeper integrations between AI and everyday tools, a stronger focus on personalised experiences, and a new wave of innovation in how we connect, shop, and grow businesses online.

For businesses and individuals, the challenge and opportunity lies in embracing these tools thoughtfully. Whether it’s upskilling, rethinking strategies, or leaning into innovation, 2025 will be about turning possibilities into action.

The digital future is here. Are you ready to go deeper? digitalwomenlive.com

What’s Happening in Digital This Week

• WhatsApp Unsubscribes Made Easy: Tired of marketing spam? WhatsApp is rolling out a new feature to let you unsubscribe from business promotions. A win for inbox peace! Read more
• Jaguar’s Risky Rebrand: Jaguar’s new branding strategy is a bold move—but is embracing the fleeting ‘now’ too risky? Lessons for your brand. Read more
• LinkedIn’s Marketing Insights: Discover key trends in marketing jobs, along with dos and don’ts for posting on the platform. Read more
• Bluesky’s Algorithm Revolution: Bluesky is leading a new era in social media, giving users control over their algorithm experience. Read more
• TikTok’s Shopping Shift: TikTok is quietly testing product links in posts to boost its social shopping reputation. Read more
• Google Fights ‘Parasite SEO’: Google is cracking down on low-value, parasite SEO content to improve search results. Read more

Event Spotlight: Early Bird Tickets Are Live!

📍 Digital Upskilling Festival | 11th March 2025 Millennium Point, Birmingham

Are you ready to take your digital skills to the next level? Join a community of experienced professionals, entrepreneurs, and freelancers for a one-day event packed with:

✨ Expert-led workshops and keynotes.

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Quick Reads:

• Advancing Red Teaming with AI: How combining human ingenuity with AI is reshaping cybersecurity practices. Read more
• AI to Offset Budget Tax Hikes: Google UK’s boss shares how firms can use AI to navigate the economic landscape. Read more

Want to spark some great conversations about digital and tech?

Whether you’re chatting with colleagues, brainstorming at work, or catching up with friends, here are some talking points to get the conversation flowing:

• How has AI changed the way we work and create this year?
• Are short-form videos still the king of social media, or is something else taking over?
• What does “purpose-driven marketing” mean to you, and how can brands do it better?
• With data privacy in the spotlight, how do we balance personalisation with ethics?
• What skills or tools should we prioritise learning in 2025 to stay ahead in digital?

Use these to open up discussions and share insights, you might be surprised by what you learn!

That’s it for this month’s Digital News Roundup! I hope you’re feeling inspired by the incredible advancements we’ve seen in 2024 and are ready to embrace what’s ahead in 2025.

Don’t forget early bird tickets for the Digital Upskilling Festival are selling fast. If you’re serious about taking your digital skills to the next level, this is the event for you.

✨ Let’s go deeper into digital together.

Until next time, Lucy Hall